The Time (Dirty Bit)

Album

Beginning, the

Label

Interscope Records

Genre

Conscious hip hop

Duration

8:00

Composer(s)

W.Adams,A.Pineda,D.LeRoy,F.Previte,J.De Nicola,D.Markowitz

Entered Chart

Nov 27, 2010

Peak Date

Dec 18, 2010

Released

November 3, 2010

Recorded

Unknown

Catalog #

Interscope Digital

The music video for "The Time (Dirty Bit)" was released on November 23, 2010, and was directed by Rich Lee, who earlier directed the video for "Imma Be"/"Rock That Body", Pasha Shapiro, and Ernst Weber. It opens with a zoom-in to a city street where, as will.i.am sings the beginning, his head voxelizes and transforms into a television screen where Fergie is projected during her solo. The video then cuts to sweaty dancers at an underground nightclub, who, along with the Peas, also variously become voxelized throughout the song. The avatars seen on the cover of the new album The Beginning appear as posters, and the BlackBerry PlayBook also appears as pre-release product placement, seen animating them in an augmented reality application and making special effects. The animated versions of the band members are in this order: will.i.am, Fergie, apl.de.ap, and Taboo.[27][28] As of August 2020, the video has received over 485 million views on YouTube.